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B2B Brands Score With Online Marketing

January 14, 2011

Only one-half ( 50%) of B2B marketers formally measure the return of their online marketing investments, but those that do say online is more effective than traditional marketing channels, according to a report by AMR International.

Budget size is closely correlated to the amount of measurement conducted by B2B companies. For example, only 24% of B2B marketers with annual budgets lower than $25,000 formally analyze metrics, compared with 85% with budgets larger than $2 million.

Below, other findings from AMR's report titled B2B Online Marketing in the US: Assessment and Forecast to 2013.

Looking for great digital marketing data? MarketingProfs reviewed hundreds of research sources to create our most recent Digital Marketing Factbook (May 2010), a 296-page compilation of data and 254 charts, covering email marketing, social media, search engine marketing, e-commerce, and mobile marketing. Also check out The State of Social Media Marketing, a 240-page original research report from MarketingProfs.

Among B2B marketers who formally measure ROI, 64% say online has given them a better view of return on investment (ROI). Only 32% who don't formally measure ROI say the same.

B2B Marketers' Strategic Mindset

B2B marketing is driven by three major strategic goals, according to the study: brand awareness, lead generation, and customer retention. On average, marketers spend 38% of their total budgets on brand awareness, 34% on lead generation, and 28% on customer retention. By contrast, 28% of online budgets are dedicated to awareness with the difference allocated between lead generation and customer retention.

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  • by Geo. Jensen Sat Jan 15, 2011 via web

    Note to Author: In this article, you may want to check the link that goes to: "The State of Social Media Marketing". I think it's intended link should go here:

    It currently redirects to the factbook page which is referenced just above it.
    Please delete my comment if I'm wrong.

  • by Wayne Morris, myDIALS Mon Jan 17, 2011 via web

    Great article and very comprehensive. I think one reason that many B2B marketers don't measure ROI is the effort it takes to get started. You can takes intermediate steps by looking at online marketing campaigns and tracking not just activities but outcomes - number of goal completions. We released a fully automated solution with a free trial today to help this. From there you can add CRM and ERP data to show incremental sales and true ROI.

  • by Vahe Habeshian, MarketingProfs Mon Jan 17, 2011 via web

    Hi, Geo. Yes, you were right about the link. It's been corrected. Thanks for pointing it out.

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